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Sales promotion is any form of promoting
sales where there is a call to action that
results in a demonstrable benefit, whether
tangible or not
(Mullin and Cummins, 2008)
1
Why Sales Promotion?
Products have become more standardized
Immediate response
Cus

WHAT IS STRATEGY?
CHARACTERISTICS OF STRATEGIC DECISION MAKING:
*LONG TERM
*PLANNING
*CHIEF GOALS
*CHIEF MEANS
*ACTIVE RATHER THAN PASSIVE DECISION MAKING
*INTEGRATIVE RATHER THAN PIECE-MEAL
*CONSISTENCY
*CLARITY
DEFINITIONS OF STRATEGY:
ORIGIN OF THE TER